By Jay Conrad Levinson
Creating presentations that pay off.
Guerrillas know that doing 99 percent of a job right is reallydoing that job poorly. They realize they have to doeverything right because it's at presentation time whenthe rubber meets the road. If your presentation is poor, all priormarketing has been a waste of time, money and energy. Here are 10guerrilla tips on how to make presentations that get you thebusiness and help your other marketing pay off where it counts:
1. Qualify your prospects. When they sign on yourdotted line, you both must gain. That will happen only ifyou're right for them and they're right for you. Chemistrycounts in people-to-people and business-to-business bonds.
2. Warm up the relationship by building rapport withprospects. You don't want to walk into their office orconference room a complete stranger. Your job is to forge a bondbefore proposing.
3. Identify a need your prospect has and be certain you canfill it. People give their business to firms that can help themsolve their problems and exploit their opportunities.
4. Before agreeing to make the presentation, be sure theprospect can use your services right now--not at some futuredate. And be certain you're presenting to the ultimatedecision maker.
5. Decide exactly what you want to show and tell during yourpresentation. That way you can plan intelligently, back yourwords with graphics, and ask for the order. Then, rehearse yourpresentation till you've got it down.
6. Prepare a document to leave with the prospect afteryou've presented. It should cover the high points, beself-contained, and include the facts and figures that might havebogged down your presentation.
7. Craft your presentation to address your prospect'sgoals. Create a single sentence that does this. Repeat thatsentence several times during your presentation, and restate it inthe written document.
8. Make your presentation in a logical manner so one pointflows into the next, making it easy to follow. The organizationof your proposal is almost as important as the content. Show whyyou're qualified to get the business. Then, prove thatyou're particularly qualified.
9. Center everything you say around the prospect. Theidea is to talk about his or her business, not about yours. Speakof yours only when you are showing how you can help them.
10. Use the services of a talented graphic designer to helpyou reinforce your points visually. Prospects need helpvisualizing what you are saying. If your visuals are shoddy, youprobably won't get the business.
The Day After 9/11, This Family-Owned Jam Company Lost All of Its Airline Business. But One Son's Strategic Rebrand Has Brought Lasting Success.
The Art of Active Listening Requires Leaving Your Ego Behind
Using This Color in Your Facebook Ads Could Increase Your Click-Through Rate
Almost 3 Decades Ago, I Wrote Myself a Check for $1 Million, When I Had Nothing. Here's Why.
This Entrepreneur's Wellness Tech Platform Was Inspired By His Grandma's Garden
Here Are the 7 Traits You Need to Get Rich in the Restaurant Industry
Yankee Candle Founder's $23 Million Estate Comes With an Indoor Water Park and Two 'Car Barns'